Episode 1 - A disconnect from situational awareness and business objectives
Media monitoring tools have been a staple for decades, widely integrated into communication departments' workflows. However, these tools mainly focus on measuring outputs, such as the number of generated stories and the quality of key messages reaching target audiences.
While output measurement is straightforward, it offers limited insights into the impact of the work and informing communication strategies. Here are three paths to consider for developing a more comprehensive data-informed communication department:
To effectively manage reputational and communication risks and opportunities, you must grasp the broader landscape beyond competitors, identify shifts in long-term perspectives, set achievable objectives, and mitigate potential risks.
To demonstrate impact, combine output metrics with additional data sources like market research, stakeholder feedback, or statistical analyses such as Marketing Mix Modeling.
To enhance effectiveness, showcase your brand's standing in the wider context and pinpoint where competitors are gaining audience attention. Even for seasoned PR professionals, leveraging this advanced data tier is crucial for engaging with senior leadership, setting SMART goals, and presenting business cases for budget allocations.
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